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Title
Gamification and consumer engagement : creating value in context of ICT development / Rimantas Gatautis, Jūratė Banytė, Elena Vitkauskaitė, editors.
ISBN
9783030542054 (electronic bk.)
303054205X (electronic bk.)
9783030542047
Published
Cham : Springer, [2021]
Language
English
Description
1 online resource (220 pages)
Item Number
10.1007/978-3-030-54205-4 doi
Call Number
HF5415.32
Dewey Decimal Classification
658.8/342
658.8/12
Summary
In the context of rapid ICT development, this book focuses on how gamification affects consumer engagement and can be used to create a shared value for customers and companies. Based on the constructs of shared value, consumer engagement and gamification, it creates a conceptual model and a research methodology to enable empirical testing and provide complex empirical research findings. The book demonstrates the use of game elements and the motivation to play games as a means of achieving a psychological effect, i.e., consumer engagement manifested through gamified activities and brand engagement. This joint empirical study, by an expert team, concludes that the analysis of consumer perceived value in the context of engagement in gamified activities should distinguish between not just the theoretically identified company/brand-related economic, emotional, functional and social values, but also between engagement-related social and functional values.
Bibliography, etc. Note
Includes bibliographical references.
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Access limited to authorized users.
Digital File Characteristics
text file
PDF
Source of Description
Description based on print version record.
Series
Progress in IS.
Introduction
The concept of shared value in the context of newest marketing theories
Consumer engagement in the context of value creation
Expression of the concept of gamification in the context of ICT development
The conceptual model of gamification-based consumer engagement in value creation
Research methodology of gamification-based consumer engagement in value creation in the context of ICT development
Research results of gamification-based consumer engagement in value creation in the context of ICT development
Conclusions and further research directions.
